Myntra’s “app only” move : Boon or Bane?

A few days ago Myntra announced their shift to an “app-only” mode. Will this affect Myntra? Should or Snapdeal follow suit? Let’s find out:

Myntra has 10 million plus users as of now. Since Flipkart acquired Myntra,this “app only” move might be an experiment by Flipkart to determine if they can move to “app only” mode too in the future (Bansal indicated that as per reports) .What does this mean for the end user?

Apps provide an edge as offers are sent to users’ mobile via push notifications and user location data is also accurate. This enables companies to fine tune their positioning strategies. At first,Myntra might send out outrageous offers which might prompt current users to recommended to their friends (who can only avail of the offer if they have Myntra installed). Myntra will then track the app install numbers to look for a healthy spike which will pave the way for a Flipkart “app only”  mode. Flipkart (or Myntra) gets a lot of “face time” as you will be spending a lot more time on push notifications.Advertising budget on other mediums could be trimmed.

Other e-commerce competitors might not follow suit simply to differentiate themselves or the user adoption rates might convince them to go the “app-only” route.

On the downside,you will be spending more for your mobile  internet pack (Wondering what “net neutrality” fans have to say about this!!).So ,if you are going to use your mobile phone/tablet to shop make sure you use your home (or office!!) Wi-fi to avoid spending a lot on your mobile internet recharges.


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